Caswell Massey

Misfit Toys principals were tasked to renew cultural relevance for this 276-year old apothecary beauty brand. Leveraging a holiday pop-up shop, Tenth Generation, on The Bowery in New York City, and touting new partnerships with Yellowstone National Park and the New York Botanical Gardens Misfit Toys landed business and lifestyle features resonating their reemergence as the preeminent fragrance and personal care brand. From Fox Business, New York Post, Martha Stewart Living, CNTraveler, AskMen, FabFitFun, Forbes, Men's Health, and Southern Living- the brand has seen a direct correlation between media hits and increased online sales and awareness. In addition, to date, the team has also identified 40 lifestyle and beauty influencers with a combined reach of over 4 million, introduced them to this legendary brand and fostered engagement